Marketing for MOST Module 09 – Marketing Communication Strategies

Marketing for MOSTModule 09 – Marketing Communication Strategies

技術経営コンソーシアム

開発担当者： Ritsumeikan Asia Pacific University 　教授 : Takamoto, Akihiro

更新日 October, 2003

Marketing for MOST: 9 – Marketing Communication Strategies

Module 09: Communication Strategies

1. The fourth P

2. Communication Process

3. Designing and ManagingIntegrated Marketing Communications

4. Identifying the Target Audience

5. Determining the Communication Objectives

6. Designing the Message

7. Selecting the Communication Channels

8. Establishing the Total Communication Budget

9. Deciding on the Communication Mix

10. Advertising

11. Sales Promotion

12. Public Relations and Publicity

13. Personal Selling

14. Direct Marketing

15. Integrated Marketing Communications

16. Keynesian Beauty Contest

17. Discussion

1. The 4th P : Promotion

• The 4th “P” = Marketing Communication

• Communication is “Who says What to Whom through Which Channel with What Effect.”

3. Designing & Managing Integrated Marketing Communication

• Preparatory Stage

1. Review the Marketing Objectives

2. Review the Marketing Mix

3. Review the Marketing Communications environment

• Design Stage

1. Identify the Target Audience

2. Determine the Communications Objectives

3. Design the Message

4. Select the Communications Channels

5. Establish the Total Communications budget

6. Decide on the communication Mix

• Implementation stage

1. Measure the communications results

2. Manage and Coordinate the Integrated marketing Communications process

• Who is your target audience?

– There is More to seeing that meets the eyeball!

Ref: Betty Edwards, “Drawing on the Artist Within”

5. Determining the Communication Objectives

• A I D M A model

Attention >> Interest >> Desire >> Memory >> Action

6. Designing the Message

• What to say (Message Content)

– Appeal theme, idea, or unique selling proposition

– Three types of appeals: rational, emotional, and moral

– How to say it logically (message structure)

– How to say it symbolically (message format)

• Carefully choose words, sound, color

– Who should say it (message source)

• Credibility and trustworthiness

7. Selecting the Communications Channel

• Personal Communication Channels (advocates, experts, social channels0

– The power of “word of mouth”

– Non-personal Communication Channels

• Media (print, broadcast, electronic, display)

• Atmosphere

• events

8. Establishing the Total Communication Budget

• Percentage of Sales method

• Competitive Parity method

• Objective and Task method

9. Deciding on the Communications Mix

Advertising

DirectMarketing

Personal selling Public relations & Publicity

Sales Promotion

RelativeEffectiveness

PersonalSelling

Sales Promotion

Direct MarketingPublic Relations

Advertising

Unit PriceUnit Price

Unit Price

LowSimple

HighComplicated

Relative effectiveness of Communication Tools

RelativeEffectiveness

PersonalSelling

Sales Promotion

Direct MarketingPublic Relations

Advertising

Unaware Action

• Communication Mix and Communication Objectives

– Consumers are seeking information

• Consumers are NOT seeking info

Increaseawareness

Action

Corporate Adv.

Trade Adv.

Tactic adv.

Sales Promotion

Personal Selling

Yellow Book

Strategic Image Adv.

• PUSH OR PULL

– Do you like to PUSH

– Or to be PULLED

Producer Wholesaler Retailer Consumer

Flow of communication

Flow of product

Flow of order

PUSH Strategy

PULL Strategy

10. Advertising

• Public Presentation

• Pervasiveness

• Amplified Expressiveness

• Impersonality

• Advertorial = Advertsing + Editorial

• Infomercial = Information + Commercial

10. Advertising Continued…

• Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Message Media

MoneyMeasurement

Mission

Advertising

MISSION(Advertising Objective)

To Inform

To Persuade

To Remind

• What is your Target?

DAGMAR not DAGGER!

• Defining Advertising Goals for

MEASURED ADVERTISING RESULTS!

• (Russel H Colley)

• DAGMAR

1. Advertising Goals are virtually always communication goals

2. Goals should be written down

3. Advertising should be measure in terms of effects not exposure

4. Advertising operated through a hierarchy of communication effects

• DAGMAR

5. Creative planning considerations should come before media decisions in the advertising planning process

6. Benchmark measurements should be developed before the campaign is implemented.

7. Specific criteria must be developed.

• The Colley DAGMAR Hierarchy of Communication effects:

Unawareness

Awareness

Comprehension

Conviction

Action

Countervailing Forces

Marketing Forces (Moving people toward buying action)

• Advertising Task Checklist

– This checklist is a “thought starter” in developing specific advertising objectives. It can be applied to a single ad, a year’s campaign for each product, or it can aid in developing a company’s entire advertising philosophy among all those who create and approve advertising.

• Russel H Colley

• …

• Advertising task checklist

1. To what extent does the advertising aim at closing an immediate sale?

2. Does the advertising aim at near-term sales by moving the prospect, step by step, closer to a sale ( so that when confronted with a buying situation the customer will ask for, reach for, or accept the advertised brand?)

3. Does the advertising aim at building a “long range consumer franchise”?

4. Specifically, how can advertising contribute towards increased sales?

5. Does the advertising aim at some specific step which leads to a sale?

• Advertising task checklist - continued.

6. How important are supplementary benefits of end use advertising?

7. Is it a task of advertising to impart information needed to consummate sales an build customer satisfaction?

8. To what extent does the advertising aim at building confidence and good will for the corporation?

9. Specifically, what kind of images does the company wish to build?

• Advertising = Creative + Media

• Creative = Copy + Visual + Sound

INTERESTINFORMATION

IMPULSION IMPACT

CREATIVE

• Message execution styles

– Slice of Life

– Lifestyle

– Fantasy

– Mood or Image

– Musical

– Personality symbol

– Technical expertise

– Scientific Evidence

– Testimonial Evidence

– (by Philip Kotler)

• Twelve kinds of advertising executions– By William M Weilbacher

1. Factual: straightforward Statement

2. Factual: Provocative or intriguing statement

3. Product comparison

4. Demonstration

5. Still Life

6. Metaphor: imputed qualities

7. Dramatization

8. Spokesperson

9. Testimonial

10. Borrowed Interest

11. Humor

12. Hyperbole

11. Sales Promotion

• A diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and or greater purchase of particular products/services by consumers or the trade.

• (Blattberg and Neslin)

11. Sales Promotion

• Consumer Promotion

– Samples, Coupons, Rebates

– Price Packs, Premiums

– Novelties, Specialty advertising items

– Contests, Sweepstakes, Games

– Trading stamps,

– Product warranties

– Tie- in promotions, cross promotions

– POP (Point of Purchase Displays)

– Trade Shows.

11. Sales Promotion

• Trade Promotion

– Price-off

– Allowance

– Free goods, deals

– Trade shows

11. Sales Promotion

• Sales Force Promotion

– Sales contests

– Sales meetings

– Sales incentives (bonuses)

12. Public relations and Publicity

• Press Relations

• Corporate Communications

• Events and Exhibitions

• Paid and unpaid publicity• (advertorial, infomercial etc)

13. Personal Selling

• If you make a guy feel important, he’ll take his wallet out and say, “Here, take what you want.”

– (TWA Magazine)

14. Direct Marketing

• Direct Marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response and / or transaction at any location.

14. Direct Marketing Continued…

• One Step type and Two Step Type

Direct Response

Advertising

ProspectiveCustomers

Objective: Lead Generationi.e. Get responses

1st 2ndmessage

message

Direct mailDirect mailTele marketingTele marketing

response

15. IMC (Integrated Marketing Communication)

• Maximize communications impact through consistent, seamless, and optimum integration of marketing communication mix.

ADVADV

CustomerCustomer

15. IMC Continued…

• Mass Marketing

– Customer Getting

– Transation

– Promotion

– Market share

– To Automate

– Management

– Cure

– Monologue

• One to One Marketing

– Customer Keeping

– Relationship

– Customer service

– Customer share

– To informate

– Empowerment

– Care

– Dialogue

15. IMC Continued

• Relationship Marketing

Seller Buyer

Sales Department

Seller Buyer

Seller

15. IMC Continued

(Theodore Levitt,Marketing Imagination)

16. Keynesian Beauty Contest

• The reason it is called a beauty contest game is because of the strong resemblance it bears to the newspaper beauty contests discussed by John Maynard Keynes (a famous English Economist) some 60 years ago - a collection of women’s faces would be printed in the newspaper, and the object of the game was to pick the ones that would be rated “prettiest”. So one should not vote for the faces he or she truly thought were prettiest, or even the ones he or she thought most people would think were prettiest, but the ones that one thought most people would think that most most people would think were the prettiest, or even at higher orders.

Practice

• Choose a number of print ads or TV commercials and settle on the best three advertisements doing the Keynesian Beauty Content in your class.

• How do you interpret the outcome?

17. Discussion

• A) Read the students comments in the file COMMENTS.PDF. How do you respond to them?

• B) What are your own comments on the contents of this module?

Marketing for MOST Module 09 – Marketing Communication Strategies

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